About OM-SE


 OM-SE Founders Jacob and Jenny Huurinainen

We, Jenny and Jacob Huurinainen, founded OM-SE in 2020 with the mission to create plant-based luxury skincare at a fair price.

OM-SE is a minimalist range of four flexible skincare products, with emphasis on quality above quantity. Locally developed and produced in the north of Sweden with people and planet in mind.

We only include the most potent plant-based organic ingredient in our skincare products, each selected for its performance. We never add filler ingredients (to make a product cheaper and less potent) or add ingredients to create a specific texture, colour or seducing scent. What you see, feel and smell are the essence of each natural ingredient–nothing more, nothing less.

Using minimal preservatives, we produce our skincare products in fresh small batches with a best-before date printed on each bottle, simply because natural and active ingredients are performing best when enjoyed fresh. 

OM-SE means 'to care for' in Swedish

We believe using fewer products of high-quality is better for your skin, wallet and shelf-space. Using fewer products also means less waste.

Our simplified routine – 35 natural actives in 3 easy steps – is optimised for maximum skin results. The selected OM-SE range is multipurpose and carefully formulated to deliver a daily dose of essential nutrients and hydration. 

The flexible nature of our products makes them work for all faces and seasons, as skincare ingredients do not know the gender or colour of the skin.

By separating water and oil into two types of products, we make it possible for you to create a personalised skincare routine, simply by modifying the proportions of hydration (Face Mist) and nutrition (Face Oil), as you mix them in the palm of your hand and then apply on your skin. 

Shop Everyday Skincare Essentials >

Learn how to personalise your skincare routine >

When less is more

Our product philosophy is a version of less is more. To care for skin with less products, minimal high-quality elements both versatile and ready to be personalised.

It all started in 2016 when Jenny, post-pregnancy, had enough of dealing with her unbalanced skin. Inspired by the FODMAP methodology, she began to formulate potent plant-based skincare. Only including ingredients that made a difference to her skin and skipping all of those ingredients typically found in cosmetics for other reasons than doing the skin good (like fillers to make products cheaper, texturises and emulsifiers, colour additives and perfume). For the first time in her adult life, she experienced balanced and radiant skin and didn’t feel the need to wear makeup. Jacob started to use the products and got a glow that drew attention at work, and the business idea for a high-quality unisex skincare brand sparked. Hundreds of formula versions later and product refinement with our experienced production partner resulted in four unique, 100 per cent organic and natural recipes.

Subscribe and save

Making skincare even more simplified, we offer a never-run-out subscription service that guarantees always having your essential OM-SE skincare products at home. Because, honestly, it is annoying when the favourites run out.

We give you a favourable deal when subscribing to one or more products, simply because it makes the batch-planning more accurate, helps minimise overproduction, and more fresh products for your shelf. You win. Planet wins. Everyone wins.

We want to challenge the way skincare is produced by scaling the production directly for bathroom shelves instead of warehouse shelves.

Learn more about our Subscription service >